Dixons Carphone goes back to 1850 for Currys rebrand

Dixons Carphone group is undergoing a major rebrand by reverting to Currys – the brand which can trace its roots back to 1850 when bicycle maker Henry Curry opened his first business – spelling the end for Currys PC World, Carphone Warehouse, Team Knowhow and Dixons Carphone.

The group said it will become Currys by October, affecting more than 300 stores, 13,000 staff uniforms and over 300 vehicle liveries; with a new Currys website also set to be launched.

Dixons Carphone will also change its name to Currys plc on the London Stock Market after the group’s annual shareholder meeting in September.

The group’s marketing agencies include Merkle, Wunderman Thompson, Rapp and Spark Foundry.

Chief executive Alex Baldock said the Currys rebrand decision was a “no-brainer”. He added: “Since Henry Curry first started helping everyone enjoy the amazing technology of his day – the bicycle – in 1884, Currys has been the best-known and most trusted brand in tech.

“We’ve worked hard to become one joined-up business and becoming Currys reflects and accelerates that.”

Dixons Carphone said the move would make it easier for customers, who can “turn to Currys for all their tech needs” and forms part of a £190m investment, with revamped stores, a greater online focus, and staff training in technology.

However, the group, whose advertising strapline is “Always Open”, faced a barrage of complaints in the early weeks of Covid-19. Customers were fuming about delays in receiving orders, arranging returns for faulty goods, and difficulties sorting out repairs for goods that are under Currys PC World warranties.

Many claimed to have spent hours waiting on the phone trying to get through, with other channels such as email and live chat also clogged.